Modular value: 10 credits
Assessment: 100% written examination
The module will provide students with an understanding of the unique characteristics of buyer-seller relationships in an industrial as opposed to a consumer market context. The module will develop students’ understanding of the theoretical concepts which underpin the academic study of business to business relationships, and introduce students to the key operational issues which firms must address when attempting to manage their relationships with industrial customers and suppliers. The module will provide a series of case studies which illustrate the key aspects of the module.
By the end of the module you should be able to demonstrate knowledge and understanding of: the unique characteristics of buyer-seller relationships in an industrial as opposed to a consumer market context; the fundamental conflict between the commercial objectives of buyers and sellers; the concept of the supply chain/network; the theoretical and conceptual building blocks within the study of business to business marketing and purchasing; the internal constraints on effective buying behaviour and their implications; the role of contracts in effective buying and their link with supplier relationship management; the key aspects of customer relationship management and buyer-seller negotiation. In addition, you will develop subject specific skills via the application of concepts and methodologies covered during the module to a range of case study material.